To achieve the common goal of sustainable development of wetland ecotourism, the nature reserve managers face the challenge of balancing ecological protection and tourism demand. To make appropriate management strategies, more information is needed to understand how visitors evaluate the ecological and recreational attributes, as well as the willingness to pay and preferences. Choice experiment (CE) was employed to explore the trade-offs of visitors between ecological conservation and recreational services in Zhalong National Nature Reserve (ZNNR) in Northeast China, and the analysis of socioeconomic and attitudinal factors was added to reveal the preference heterogeneity. The results showed that biodiversity was the most highly valued attribute and increasing biodiversity or/and environmental education facilities were both valuable scenarios for wetland development. The differentiation of preferences is influenced by both socioeconomic and attitudinal factors including gender, income, age, work situation and environmentally responsible behavior. Two classes of visitors were divided through preference heterogeneity for each attribute, i.e. eco-friendly and price sensitive. These results could help to formulate reasonable policy implications and management strategies for wetland ecotourism. The proposed research framework clarifies the procedure and application of CE and provides a new perspective for trade-off problem in wetland nature reserve management.

为了实现湿地生态旅游可持续发展的共同目标，自然保护区管理者面临着平衡生态保护和旅游需求的挑战。为了制定适当的管理策略，需要更多的信息来了解游客如何评估生态和休闲属性，以及支付意愿和偏好。运用选择实验（CE）探讨了扎龙国家级自然保护区（ZNNR）游客在生态保护与休闲服务之间的权衡，并通过社会经济和态度因素分析揭示了偏好异质性。结果表明，生物多样性是最受重视的属性，而不断增加的生物多样性或/和环境教育设施都是湿地发展的重要场景。偏好的差异受社会经济和态度因素的影响，包括性别，收入，年龄，工作状况和对环境负责的行为。通过偏好异质性将每种类型的游客分为两类，即生态友好型和价格敏感型。这些结果可能有助于为湿地生态旅游制定合理的政策含义和管理策略。拟议的研究框架阐明了CE的程序和应用，并为湿地自然保护区管理中的权衡问题提供了新的视角。偏好的差异受社会经济和态度因素的影响，包括性别，收入，年龄，工作状况和对环境负责的行为。通过偏好异质性将每种类型的游客分为两类，即生态友好型和价格敏感型。这些结果可能有助于为湿地生态旅游制定合理的政策含义和管理策略。拟议的研究框架阐明了CE的程序和应用，并为湿地自然保护区管理中的权衡问题提供了新的视角。偏好的差异受社会经济和态度因素的影响，包括性别，收入，年龄，工作状况和对环境负责的行为。通过偏好异质性将每种类型的游客分为两类，即生态友好型和价格敏感型。这些结果可能有助于为湿地生态旅游制定合理的政策含义和管理策略。拟议的研究框架阐明了CE的程序和应用，并为湿地自然保护区管理中的权衡问题提供了新的视角。环保且价格敏感。这些结果可能有助于为湿地生态旅游制定合理的政策含义和管理策略。拟议的研究框架阐明了CE的程序和应用，并为湿地自然保护区管理中的权衡问题提供了新的视角。环保且价格敏感。这些结果可能有助于为湿地生态旅游制定合理的政策含义和管理策略。拟议的研究框架阐明了CE的程序和应用，并为湿地自然保护区管理中的权衡问题提供了新的视角。